Pandemic Proofing Your Marketing - Primerus
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2/26/2021
Pandemic Proofing
Your Marketing
Tea Hoffmann, Esq.
Managing Principal
Law Strategy Coach
teahoffmann@lawstrategycorp.com
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• Change Happens
• Some Thinks Remain the Same
Agenda • The Process
• Clients Matter
• Planning for Success
• 90‐Day Challenge
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2/26/2021
Created in 1991
• Buy and Sell Things
• Market Ourselves and Our Firms
Internet • Delivery of Goods and Services
• Amount of Information We Consume
• Speed of Communication
• Way We Deliver Our Message
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• The first cell phone was invented in 1973 by Motorola
• The first widely used cell phone was the Siemens Mobiltelefon
C1, which came in the form of a suitcase was sold in 1985
Communication • 1994 first Smart Phone
• 2007 first I‐Phone
• The current global population of 7.7 billion people means the
smartphone penetration rate is at 45.4 percent
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Technology
• McKinsey estimates that 23% of work done by lawyers can be automated by existing
technology
• 57% of firms surveyed said that they budgeted for technology
• Wolters Kluwer’s 2019 report “The Future Ready Lawyer”
• Leading (49% of law firms): Effectively leveraging technology today and will continue
to invest
• Transitioning (47% of law firms): Somewhat leveraging technology, and plan to invest
more
• Trailing (4% of law firms): Not currently leveraging technology and have no plans to
do so
• According to the Survey, 68% of Technology Leading law and business services firms
report increased profitability from 2017 to 2018, compared to just 52% of Transitioning
firms.
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Competition
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Pandemic
• Remote work
• Less travel
• Technology in courtroom
• Reduced staff
• Real estate reviews
• Agility
• Less significant revenue impact than
anticipated
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Why Does This
Matter?
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Some
Things
Never
Change…
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Marketing,
Business
Development
and Client
Development
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• Most lawyers don’t enjoy
or understand sales
The Gap • Most firms do not
provide training required
to develop business
• Many lawyers believe
they cannot play a role in
Mkt/BD/CD process
• Most firms have no
written plan for
Mkt/BD/CD
• Firms spend, on average,
about 3% of revenue on
Mkt/BD/CD as compared
to 12% by other
professional service firms
• Most firms are
understaffed in the
Mkt/BD/CD area
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Bridge the Gap
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Focus
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Profitability
Culture
Long Term Law
Firm Objectives Staffing
– All Impacted by
Mkt/BD/CD Process Client Care/Retention
Client Acquisition
Branding/Reputation
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Clients Still Matter
• “There are two kinds of
lawyers: lawyers with
clients; and lawyers
who work for lawyers
with clients.”
• You could say there is
only one kind of law
firm – a law firm with
clients.
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According to Clio's 2018
Legal Trends Report, only
4 percent of the nearly
2,000 lawyers surveyed
regularly collect formal
client feedback in the
form of surveys,
interviews, etc.
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Consider Asking…
• Why did they choose your firm? • Did they explore other firms before
• What aspect of your firm is most choosing yours?
important to them? • Do they know what other practice
• What do they NOT like about your areas your firm provides?
firm?
• Is diversity important to them?
• What could you be doing better?
• How important is the firm’s
• Was the service level what they community and civic involvement ?
expected?
• Would they refer work to your firm? • Was your firm responsive to their
needs?
• Did the firm meet your budgeting
expectations? • Do firm rankings, testimonials,
matter?
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Most firms… Competitive Firms…
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Profitability
Culture
Long Term Law
Firm Objectives Staffing
– All Impacted by
Mkt/BD/CD Process Client Care/Retention
Client Acquisition
Branding/Reputation
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• What practice area/industry
should you promote? Why?
• What practice area is the
most profitable?
• What is our firm known for?
What do we want to be
known for?
• Is our entire firm engaged in
promoting our brand?
• What type of new clients are
we seeking?
• What tactics have worked in
the past?
• Who is your best client
developer? Are you
Analyze, Strategize, awarding them for their
efforts?
Prioritize and Plan • Are we expanding work
within our existing clients?
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• Set 90 days short‐term Mkt/BD/CR goals based on long
term objectives.
• Objective: To Increase the firm’s reputation in the
agriculture practice area over the next 90 days our
group will:
• Create compelling content ‐ Publish 2 blog
Set Short Term posts
• Post on social media – Weekly posts on social
Goals media with valuable content
• Speak at trade group meeting – Contact trade
association and seek opportunities, present to
the group
• Update bios of the team – Pull existing bios
and do a training on better bios
• Accountability
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How Brave Are You?
• Where do you need to focus?
• What short term goal should you
set?
• How much will it cost?
• How do you communicate/achieve
buy‐in?
• How much time will it take?
Realistic?
• Who should be involved?
• How will you measure success?
• What is the desired outcome?
• What is the next short‐term goal?
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• If you accept the 90‐Day Challenge and
would like to talk to me about your short‐
term goals, please reach out to me at
teahoffmann@lawstrategycoach.com.
• If you are interested in learning more about
our online training platform to propel your
lawyers to a greater understanding of
Thank you… Mkt/BD/CD please email me and I will send
you a link to a free lesson. Check it out at
lawstrategycoach.thinkific.com.
• If you would like to know more about the
services we provide, I would be delighted to
talk with you.
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